BARBARA COELHO-SANTOS
Bright daylight Rhode-inspired product concept created for this independent speculative campaign

Independent speculative concept

rhode

AFTER
HOURS

Skin at rest. Glow in focus.

Explore the case study ↓
01 / THE CONCEPT

The glow that stays after the day ends

After Hours reframes lip care as a quiet, off-duty gesture.

The campaign pairs clean daylight with tactile close-ups and natural skin. A minimal routine becomes a polished pause that still feels believable and lived in.

Role
Creative direction, concept, art direction
Format
Digital campaign and social launch
Production
Original AI-generated concept imagery

Creative territory

QUIET LUXURY
in soft light

01

Intimate

Close crops, hands, reflections and small gestures.

02

Tactile

Gel, lacquer, stone and glass carry the visual story.

03

Luminous

Diffused daylight and soft shadows keep skin and texture believable.

04

Restrained

One product moment. One line of copy. Space to breathe.

02 / THE AUDIENCE

Beauty minimalists with editorial taste

WHO

Ages 20–34
Digitally fluent
Beauty and fashion aware

MINDSET

Chooses fewer products
Values design and texture
Saves aspirational imagery

“This feels intimate, collectible and effortlessly polished.”
03 / THE VISUAL WORLD
Conceptual daylight editorial portrait applying lip treatment
Clear glossy gel texture on warm stone

Gloss,
light,
skin.

Warm neutrals, daylight and wet shine create a clean world that feels elevated without feeling artificial.

Conceptual sunlit vanity scene with a lip-treatment ritual
04 / DESIGN SYSTEM

Color and material language

Warm taupe#6D5A4C
Oat#BBA99A
Mushroom#A78D7D
Muted blush#D8BDB3
Warm ivory#F5EFE7
Soft stone#E7DED2

Pale limestone · clear gel · soft linen · natural skin · brushed chrome

After Hours conceptual hero advertisement in natural daylight

rhode

AFTER
HOURS

Skin at rest. Glow in focus.
05 / DIGITAL ROLLOUT
06 / HYPOTHETICAL FILM

20 seconds.
One quiet transformation.

The room gets quieter as the product comes closer.

Storyboard frame, arriving at the vanity01 / ARRIVE

Soft light. A quiet room.

Storyboard frame, product placed in light02 / SET DOWN

The product catches light.

Storyboard frame, glossy gel macro03 / TEXTURE

A macro gel gesture.

Storyboard frame, applying gloss04 / APPLY

One close, deliberate touch.

Storyboard frame, mirror reflection05 / REFLECT

A soft mirror beat.

Storyboard frame, final hero product06 / HOLD

Hero product and tagline.

Portfolio case study

A complete campaign world,
built without a physical shoot.

The briefCreate a premium digital campaign without filming, personal photography, a physical product or paid assets.

The responseAn evening world built from original imagery, a compact visual system and a launch-ready social rhythm.

Creative direction by
Barbara Coelho-Santos